The expansion of the digital economy is highlighting new careers that use available technology to create innovative products and services that are relevant to modern society and a world in constant transformation.
The user experience design career
is at the heart of many of these creations, focusing on delivering satisfactory experiences and placing users at the center of the strategy. As more companies understand the importance of this thinking, more opportunities for professional work E-Book Ux Design arise in this market. Our proposal with this e-book is to offer you a guide to understanding and getting started in the field of UX Design. Throughout the text, you will discover that UX goes far beyond the stereotypes of creating screens. Above all, Ever since we began to understand the value of data, we have become accustomed to the idea that it is essential for business management and decision-making. These are undeniably common and important uses, but they are not exclusive. Proof of this is storytelling with data, an interesting strategy that has been rapidly gaining ground. Its main objective is to tell good stories and support them with information.
What do superhero movies have to do with your data?
Have you ever noticed how superhero movies E-Book Ux Design are an emotional rollercoaster? Often, the plots are quite E-Book Ux Design similar, but they are still box office hits. As long as there are some fundamental elements, you can’t go wrong! These movies have followed a recipe for success for years.
We are talking about the This term refers to the narrative style that is the basis of many important works of cinema and is also used in television drama. In Brazil, it is very common in soap operas, which are a hit here.
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What is data storytelling E-Book Ux Design
And what does data have to do with this? Well, companies have been using this material as a way to connect with people for some time now . Today, it is quite common to also use data as impactful information to attract the attention of the general public. This makes more and more sense, since numbers have gained a lot of importance in recent years.
The conceptual basis is the same that leads people br lists to show interest in data such as the number of followers of individuals and companies on social networks. Therefore, consumers also show interest in data if it brings impactful information. It is a kind of proof of success, something that encourages people to be part of it.
Therefore, objectivelyBrands do this to create greater credibility around themselves and show that the numbers they achieve attest to success and engagement.
Internal use may be important
One point that needs to be highlighted is the importance of data storytelling for internal use, especially in presentations to teams and company japan email library stakeholders. Data is essential and will always be present in these moments. However, we are talking about an advanced and much more illustrative way of positioning it.
When professionals master the construction of data storytelling, they naturally gain more resources to communicate with other areas. Reports or isolated numbers will not always generate the desired understanding. A good narrative aggregates data in a more didactic way, which ensures the achievement of joint objectives within the company.
In this sense, a good support material for understanding how to design presentations that stand out in is the book “Storytelling with Data: A Guide to Data Visualization for Business Professionals” by Cole Nussbaumer Knaflic. You can find the book on
Audience as the center of data storytelling
Brands are putting their audiences at the center of data storytelling strategies. In this case, using the numbers that these people generate to create a narrative in which they are the main characters. It is impossible to talk about this without mentioning one of the main success stories, th campaign that Google has been running.
The idea is simple: using data from research, the company shows the main trends of the year, but with the application of gamification. This way, users can interact with the different categories of content and, when accessing them, discover more information about a certain trend and its search volume.
7 steps to Storytelling with data
Good data-driven storytelling needs to follow a successful framework to be complete, well-founded, and deliver a solid narrative. This will allow the content to be well-targeted, capture attention, and generate the desired conversions.The framework we will present below was created by Guilherme Cavalheiro, the expert responsible for the . Follow the seven essential steps for a successful campaign!
1. Gather key insights
It all starts with good data analysis. After ahas worked and generated material that provides insights, it is possible to have access to some good ideas. Insights are the starting point in the framework. Here, it is necessary to have creative freedom and allow team members to think of different possibilities, according to their perceptions.
2. Think about the audience
The audience is a fundamental point in creating a storytelling campaign. After all, the narratives created are aimed at engaging these people and awakening their feelings. If this is already simply essential in traditional stories, the issue is even more relevant when we talk about storytelling with data.
After all, what kind of numbers and varied information will make sense to those who will access this content? If we are talking about an internal presentation, the data needs to be more strategic and performance-oriented. This will be able to spark interest in the midst of a well-structured narrative.
3. Choose the best format
Data-driven storytelling campaigns can be offered in a variety of formats, which means that there is a need for adaptation and choices. First, you need to understand which platforms your audience is on. From there, you can get an idea of what types of media can be used.
For example, you can create an interactive storytelling experience with data. There are good format options for this approach, such as infographics, quizzes, e-books, and even web pages. Gamification captures attention and engages people very easily. The important thing is to choose the format that enhances the way you tell the story.
If you prefer, you can also create video campaigns. Traditionally, the key point here is versatility. The same content can be broadcast in TV commercials, social media and even in paid ads, for example, on YouTube. Be sure to consider the tone of the approach. An internal presentation, for example, calls for an institutional video.
4. Define a call to action
One of the points of attention that storytelling requires is the risk of subjectivity. Telling a perfect story, with the idea of the Hero’s Journey, and generating feelings is not enough. From a strategic point of view, The call to action is what will lead to conversions, that is, reaching the objective.
If you’re creating a narrative with data and want users to share their experience using your services, encourage them to do so. If you want people from other business sectors to get involved in the story and gain insights from it, ask them to share their thoughts. That’s the only way to get the most out of a narrative.
However, CTAs don’t always require actual actions. Sometimes, the idea is simply to communicate the effectiveness and impact of your product or service. In these cases, make it clear that the data is generated by what you sell. Reassure your audience that they can also achieve the same numbers if they sign up for your product.
5. Create context
The data presented to the viewer must make sense. Otherwise, the narrative will not make sense. Therefore, contextualization is an important part of creating storytelling with data.
Contextualization works as an introduction to the subject. This approach to situating the person reading, watching or listening to the information is essential to base knowledge. After this, all the data presented will make more sense, will have value and will only reinforce the product or service in question.
6. Choose the arguments
Arguments are fundamental in any storytelling. When we talk about the use of data, naturally, these numbers will be the basis for proving any point. If you want to sell a product that will solve a problem, customer satisfaction data can help support an argument, for example.
Imagine that a sector of a company needs to raise funds to carry out a campaign. To do so, it needs to show the Board how likely the proposal is to be successful. In this case, the right arguments need to be chosen with the help of data. This way, it is possible to create a narrative focused on pointing out numbers that will attract attention and generate conversions (in this case, convince people).
Data will always help structure the perfect arguments for what you want, regardless of whether we are talking about raising funds or selling products.
7. Define a flow for the story
In other words, the Hero’s Journey needs to follow an appropriate temporal flow, with a timeline of events. Naturally, in data storytelling, it is necessary to organize ideas and also align the presentation of data.
The ideas need to connect well with each other and convey the idea of events happening in succession. In addition, the data needs to serve as a basis for this temporal transition. It must support the narrative.
Typically, data-driven storytelling is done using a large selection of important data. Therefore, what needs to be done is to organize the display of this information in a timely flow that is sustainable and captures the attention of the target audience.
Data-driven storytelling allows you to use important information as the basis for a strategic narrative. — if there’s room for it, of course. With freedom and adaptation, both your audience and your company departments can engage in different ways with interesting content.
If you want to develop your Data Analysis skills to master everything from identifying a business problem to presenting insights,